We partnered with Sitr to design their new website and complete online motor insurance flow, from first visit to policy purchase. We began with in-depth competitive research across leading Saudi insurance platforms. This helped us understand common patterns, friction points, and where users were being slowed down or overwhelmed. Using these insights, we designed a clean, minimalist interface that highlights Sitr’s new brand while keeping usability front and centre. The experience is intentionally calm, helping users feel confident at every step of the journey. We simplified the information architecture and applied smart UX patterns to handle complex insurance data without overload. Third-party APIs were integrated to auto-fetch vehicle and personal details, reducing manual input and speeding up completion. The flow is designed to work comfortably for users aged 25 to 60, balancing clarity with speed across both desktop and mobile. While the current focus is motor insurance, the underlying structure is built to scale easily into additional insurance products in the future.